Email marketing is one of the most powerful tools when it comes to converting and connecting with our guests as we look to promote our hotel, our experiences and our services. One of the most important KPIs when working with email marketing is the email open rate. It can be frustrating when your campaigns don't deliver the results you expected, especially if one of the KPIs that just won't climb is the open rate.
You may be pouring all your energy into creating campaigns, yet the final result isn't what you hoped for. Analyse the possible causes and then look for the solution (it isn't hard, we promise!).
Causes of your low open rate
It's time to take a proper look at the possible causes of your low email open rate.
Your database is out of date
Unverified or non-existent addresses, addresses on old servers, spelling mistakes… First of all, let's make one thing very clear: quantity does not equal quality. If you want your email marketing messages to reach the right people, you first need a database and contacts that meet all the requirements, and above all, the information must be up to date.
You may have a database of 50,000 users and, after a thorough clean-up, be left with just 2,000. Remember what we said a few lines above.
Your segmentation is wrong
If you want users to open your emails, you'll mainly need to bear in mind that the user is interested in what you send them, right?
Just because email marketing is considered a mass-sending tool, that doesn't mean you should send any information to everyone. At Fideltour we always talk about the importance of personalisation, and to succeed with email marketing sends, this is the key.
Take the time to segment your list into different groups based on their interests, demographics, tastes, interests and any other relevant data.
Unappealing visual design
We live in an age where the visual must create the impact needed to hold the user's attention. That's why it's so important that the design of your newsletter or your email marketing campaigns is attractive, with high-quality images, a suitable structure and, above all, graphics that match your brand's graphics. Spend time on it and create a couple of templates that suit your basic design needs!
Your sending frequency is too high
If you send too many emails to your subscribers, they're likely to grow tired and start ignoring them or unsubscribing from your list. The ideal sending frequency will depend on your audience and your sector, but in general, limit your emails to a maximum of 1 or 2 emails per week.
Lack of personalisation
Emails with dynamic fields have an average open rate of 21%, while generic emails don't reach 10%. Use the recipient's name in the greeting, in the first line of your email or even in the subject line. If you address them directly, you'll increase the chances that they'll want to open your emails.
The content is irrelevant
This point is intrinsically linked to the second one, where we mentioned the importance of segmentation. If your database is outdated and poorly segmented, you'll send irrelevant information to your subscribers, leading them to ignore your emails or simply decide to unsubscribe.
Your emails go straight to Spam
Another element that often goes unnoticed when there's a low email open rate is the incorrect configuration of your server or the use of terms that the mail server reads as Spam (for example, using capital letters or too many links to dubious paths) — your email will end up straight in the spam folder. From there to the bin is just one click away (or 30 days automatically, too).
Your sending time isn't right
If you send your email campaigns at unusual times, your subscribers most likely won't even see them. Ideally, send your email marketing campaigns first thing in the morning, between 10am and 2pm, or late in the afternoon, between 5pm and 6pm.
These times coincide with the start of the working day, the lunch break and the end of the working day. It all makes sense!
How to improve your open rate
If you've identified any of the mistakes in your email marketing strategy in the points above, it's time to get to work. Start by reviewing and updating your database and setting a sending schedule. The rest is a piece of cake.
Take your hotel to the next level
If you want to improve your hotel's reputation, increase direct sales and revolutionise the way you communicate with your guest, request a free loyalty audit and optimise your service to maximise customer satisfaction and retention.
